JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving on board. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We spoke with Ms. Masuzu Yoshimura, a JAL Furusato Ambassador who is involved in the commercialization of craft beer in Kagoshima.
–What can you tell us about your initiatives?
Hello, I am Yoshimura, JAL Furusato Ambassador for the Kagoshima region! This is Yoshimura, JAL Furusato Ambassador for the Kagoshima region.
We have collaborated with Honey Forest Brewing, a craft beer studio located in Minamiosumi-cho, the southernmost tip of the Osumi Peninsula, to develop JAL’s original craft beer, “Honesty”.
Honey Forest Brewing is a small beer brewery founded by a woman with a desire to “enliven the local community in Minami-Osumi Town, the southernmost point of the mainland. I sympathized with the female brewer (Yuka Aiba) and started this project to help revitalize the peninsula region, including Minamiosumi-cho.
We hope that this craft beer will help people discover the charm of Kagoshima’s naturally rich peninsula, and that many people will actually visit the area! With this strong desire in mind, we held numerous discussions with Mr. Aiba to create “Honesty.
Minami-Osumi Town, with its mild tropical climate and magnificent nature, is famous for its citrus fruits grown in the sunshine. All three craft beers are made from “Hentsuka Daidai,” “Dai Masaki,” and “Tankan,” all of which are grown in this town.
–How are you involved in this effort?
I was involved in the selection of citrus fruits as a secondary ingredient for this craft beer, as well as the naming and label design, and was involved in the planning process through trial and error in order to convey the appeal of the magnificent natural and tourist resources of Minami Osumi Town.
We named it “Honesty” after Mr. Aiba’s sincere and straightforward personality, “I want to make a delicious beer that can contribute to the revitalization of the local community! The name “Honesty” was chosen because of Mr. Aiba’s sincere and straightforward personality. The name “Honesty” is also a play on the word “Honey” as each of the three beers uses Japanese honeybee honey as a secondary ingredient.
In addition, we are particular about the subtitle, “~Starry Sky ALE~, ~Southernmost ALE~, ~South Wind ALE~” to match the image of the Oosumi Peninsula.
The label design features a traveler with a suitcase, with the keyword “curiosity for travel,” sightseeing at “Ogawa Falls,” “Cape Sata,” and “Suwa Shrine,” which are representative tourist attractions of Minami-Osumi Town.
We hope you will enjoy looking at the label of “Honesty,” which was completed with great care, even after you have finished drinking it.
–What are your future plans and prospects?
Honesty” has been on sale since November 2024 at Honey Forest Brewing stores, the official online store, and Rakuten Ichiba (JAL Furusato tax payment will be available in the future).
They will also be exhibited at the airport marché “ITAMI Sora no Ichiba Osumi Hen” to be held in Itami Airport on February 14-15.
ITAMI Sora no Ichiba is organized by J-AIR, a group company based in Itami Airport, and is a popular marche that handles the entire process of purchasing, transporting, and selling important products that are filled with the hearts of producers from all areas of the airport. At this year’s “ITAMI Sora no Ichiba Osumi”, we will offer a wide variety of selected products from the Osumi Peninsula, a treasure trove of food.
On the day of the event, I will also participate as a staff member to deliver the charm of the specialties of the Osumi Peninsula. We are looking forward to seeing you all there!
–What is your message to travelers?
Through this JAL collaboration craft beer “Honesty”, we hope you will become interested in Minamiosumi-cho and visit the southernmost tip of the Oosumi Peninsula in Kagoshima. We are sure that you will be welcomed by beautiful natural scenery and delicious food beyond your imagination.
Honesty” is a craft beer with a fruity taste, but it can be enjoyed by people of all ages, regardless of gender. How about a small gift for yourself?
© Source travel watch
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